Capturing The Emerging Zeitgeist: Aligning The Mirror To The Future

Simon Clough
MGN
and
Lyn McGregor
Independent Consultant

Introduction

The issues faced by MGN and Added Value were of the type where traditional research tends to fall flat on its face how to re-position the brand to meet both the current and emerging future needs of its audience. MGN and Added Value worked closely together to create an innovative approach to help resolve this issue that involved semiotic interpretation of cultural stimuli, in-depth qualitative research and consumer video. Combining these techniques in a bespoke package proved invaluable in helping to develop a new consumer-focused proposition for The Mirror, and in inspiring the organisation manifest the new proposition within the newspaper itself as well as across both strategic and tactical marketing activity.

The challenges facing The Mirror

Setting the scene: a brief history of The Mirror brand